Three Canadian travel advisors who were winners in the ‘Sell Your Way to the USA’ incentive campaign, recently returned from a prize FAM trip hosted by Visit Seattle, in partnership with Brand USA. And three more can qualify for another trip to the Emerald City in October by completing Visit Seattle’s new online training program by July 1.

The free interactive program is designed to equip travel professionals with in-depth knowledge and skills they can use to showcase the city’s exceptional experiences to their clients and to do so backed by an official “Seattle Certified” designation.

The self-paced program takes roughly two hours to complete in full, offering a robust curriculum that covers Seattle’s diverse attractions, culture, and natural beauty. Participants can explore four meticulously designed courses:

• Seattle’s Spirit: Sports & Events – an in-depth look at Seattle’s vibrant sports scene and annual events, from Seahawks football to cultural festivals.
• Mastering the Art of Selling Seattle – strategies and insights to effectively showcase Seattle’s unique offerings to potential travelers.
• Exploring the Great Outdoors: Seattle’s Adventure Guide – a comprehensive guide to outdoor activities and natural wonders in and around Seattle.
• Savouring Seattle: A Culinary Journey – an exploration of Seattle’s renowned food and drink scene, including fresh seafood and signature coffee shops.

“We’re thrilled to launch this Seattle training program,” says Liz Johnson, senior director of tourism development at Visit Seattle. “Equipping travel professionals with the tools and resources to become destination experts is crucial, and with this certification, our partners will be able to easily curate unforgettable experiences for visitors from around the globe.”

The program also provides free resources, including vibrant visuals and comprehensive guides, as well as updates on destination news, trends and must-visit spots, allowing agents to remain informed and inspired. For more information and to enroll in the program, click HERE.

May FAM

“Canada is Seattle’s top international market and as a border city it is integral we work with the travel trade across the country to continue to inspire our neighbours to book future visits,” says Caitlyn Shearer, Tourism Manager, Visit Seattle, who in May welcomed Canadian travel advisors Yolanda Nortje, Boulevard Travel of Calgary; Carrie Gillespie, Direct Travel, Regina; and Jennifer Quinlan, Travello Travel Group, Barrie, Ont. (banner photo) with a personalized sampling of her favourite stops at Pike Place Market, where guided tours are also available with Eat Seattle.

The FAM group also visited several of the city’s other signature attractions, such as the Museum of Pop (MoPOP), Chihuly Garden & Glass, and the Space Needle.

Next, the agents explored Seattle both on the water and underground. An Argosy Cruises Harbour Tour provided a one-hour narrated exploration of Seattle’s history and its workings as a shipping and cruise port while providing a close-up view of the city’s historic waterfront and ever-evolving skyline, all wrapped up in the natural beauty of Elliott Bay and the surrounding Olympic and Cascade Mountain ranges.

Participants undertook Bill Speidel’s Underground Tour; Seattle’s most unusual attraction, where guests stroll through intriguing subterranean storefronts and sidewalks entombed when the city rebuilt on top of itself after the Great Fire of 1889.

The FAM then went further afield into some of Seattle’s neighbourhoods, including Ballard, a hip waterfront neighbourhood home to the Ballard Locks and seafaring history, and Bainbridge Island, a small city in western Washington State connected to Seattle by a short ferry crossing.

Finally, no trip to Seattle would be complete without experiencing the city’s sports culture – it is hosting the FIFA World Cup in 2026 along with Toronto and Vancouver, after all – and the FAM participants cheered on the home team at a Seattle Mariners baseball game.
Seattle tourism

Seattle welcomed a total of 40 million visitors in 2024, including more than 1.7 million Canadians, accounting for 4.3% of the region’s total visitors.

“At a time of uncertainty for international markets, our team is closely monitoring sentiment and opportunity, and ensuring we are nimble in our approach and response,” said Visit Seattle  CEO Tammy Canavan at the organization’s recent annual meeting.

That includes the launch of a new mobile app and accessibility webpage, and forthcoming AI tool and new marketing strategy, which will be launched later this year.

“We’re being intentional about highlighting aspects of our destination visitors can truly only experience here: Seattle’s abundant nature, culinary options, compact downtown, and flexible meeting spaces,” said Visit Seattle SVP and Chief Marketing Officer Stephanie Byington.

The Visit Seattle team also discussed preparations for launching the Seattle Certified Tourism Ambassador program later this year, which will help the local hospitality community share consistent destination knowledge and best welcome visitors ahead of large events like the FIFA Club World Cup 2025 and FIFA World Cup 2026.

Of the latter, Visit Seattle SVP and Chief Sales Officer Kelly Saling, said, “Seattle is an incredible sports destination, and this is the crown jewel of opportunities to showcase it. We have a super dedicated fan culture, an awesome stadium adjacent to our stunning waterfront, vibrant surrounding neighborhoods, and regional infrastructure that allows visitors to explore with ease.

“We’re seizing this opportunity to capture interest from all over the globe, not just through the visitors who come here, but through the millions of people who will see our gorgeous city while watching the matches. We invite the world to experience Seattle.”